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Black Friday: impact of a digital integrated strategy on online business

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Presented by Initiative at the Social Media Summit. Winners of the BEST PERFORMANCE CAMPAIGN GOLD MIXX AWARDS 2018

Publicado en: Empresariales
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Black Friday: impact of a digital integrated strategy on online business

  1. 1. BLACK FRIDAY IMPACT OF A DIGITAL INTEGRATED STRATEGY ON ONLINE BUSINESS
  2. 2. A KEY MOMENTUM FOR RETAILERS BLACK FRIDAY 2017 2 months after the first Initiative / MediaMarkt collaboration for digital Since 2013 MediaMarkt leads their first huge activation action during Black Friday
  3. 3. OBJECTIVES INCREASE SALES BY 107% AND INCREASE THE AVERAGE BASKET VALUE
  4. 4. THE STRATEGY 2 layers combined: Awareness & Performance All digital channels combined: more efficiency Audience building at the heart of our digital strategy Advanced technologies for retargeting Strong creatives & message STRONG TOOLS DATA AGILITY THE APPROACH
  5. 5. THE PHASING 16 - 45 Y.O. with an INTEREST in electronic devices in general and Black Friday in particular. All digital EXPERTS (SEA, Programmatic Display & paid social) worked together to create a specific, COMMON "BLACK FRIDAY" TARGET, to go beyond socio- demographics. 20, 21, 22/11 23, 24, 25/11 AWARENESS PERFORMANCE
  6. 6. CHANNELS COMBINATION 20, 21, 22/11 23, 24, 25/11 RICH MEDIA BANNERS ONLINE VIDEO: PRE-ROLLS, YOUTUBE MASTHEAD PAID SOCIAL PPALV CLASSICAL DISPLAY DCO PAID SOCIAL PPALP, CAROUSEL, CANVAS DYNAMIC ADS SEA MAXIMIZE IMPACT & REACH MAXIMIZE ROAS & CPT AWARENESS PERFORMANCE 20, 21, 22/11 23, 24, 25/11
  7. 7. THE POWER OF AUDIENCE MAPPING PREDICTIVE CONTEXTUAL INTERESTS BEHAVIOURAL RETARGETING LOOKALIKES TAILORED AUDIENCES TAILORED AUDIENCES MediaMarkt DMP used in Programmatic. SEA = Feed management + DCO LOOKALIKES MediaMarkt website's Custom Audience Buyers of past 30 days. RETARGETING Visitors of the special section on MediaMarkt webshop opened several weeks before Black Friday. Before Black Friday.
  8. 8. CLIENT SATISFACTION 8
  9. 9. RESULTS ONLINE REVENUE 185% VS 107% FORECAST ONLINE TRANSACTIONS 120% VS 2016 AVERAGE BASKET VALUE 30% HIGHER THAN LAST YEAR
  10. 10. BLACK FRIDAY 2018 ❑ NEW FORMATS ADDED (NATIVE ADS, INSTAGRAM STORY, SNAP STORY,…) ❑ MORE IMPACTFUL FORMATS & MAXIMIZED COVERAGE DURING FRIDAY 23/11 ❑ PRESSURE MONITORING ❑ MORE ELABORATED AUDIENCE MAP RECRUITMENT ACTIVATION SIMILAR AUDIENCES CONTEXTUAL PURCHASERS DEMOGRAPHICS INTERESTS / AFFINITY VISITORS BEHAVIOURAL TAILORED AUDIENCES TAILORED AUDIENCES GA360 DV360 CLIENT DMP 3RD PARTY DATA PROVIDERS GOOGLE ADS FACEBOOK

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